Brands should be showing clients how much they’re appreciated every day, but Client's Day offers a unique opportunity to take your efforts to the next level.
Client's Day is celebrated every year on 19 March. While the date is fast approaching, it’s not too late to prepare a plan you can execute quickly, or elevate your existing plan to strengthen clients’ relationships with the brand and make them feel valued.
Let’s explore our experts’ top ideas to show appreciation on Client's Day itself, as well as throughout the year. Know that it’s OK – in fact, we even encourage – to segment and group clients to apply all ideas as targeted strategies.
10 Client's Day ideas you can implement quickly
1. Take the time to send handwritten thank-you notes to clients
The extra time reflects how much you appreciate the personal connection between the client and the brand. Prioritise this initiative in February and early March so you have time to recognise the maximum amount of clients.
2. Give out special offers redeemable only during the week of Client's Day
These could be discount codes or even free gifts with purchases.
3. Ask clients to leave feedback on the brand — what's working, what's not working and why the brand matters to them
Not only does this build trust with clients, but listening and acting upon feedback shows you care and value clients’ opinion.
4. Go above and beyond to provide excellent customer service on the day itself
For example, use first- and zero-party data to offer personalised product recommendations clients will truly value.
5. Add special promotions tied to the day to your existing loyalty program
This helps to reward your existing clients while nudging new clients to join the program.
6. Invite clients to special events or unique experiences
Consider bringing in local artists and influencers, for example, to meet clients.
7. Incent clients to make referrals by offering rewards for new referral business during March
Similarly, offer rewards for leaving reviews or testimonials on your website.
8. Send clients surprise-and-delight packages with goodies
Or send samples of new products to get them excited for any upcoming launches.
9. Show appreciation for your community as well as your clients through a give-back campaign
Survey clients on charitable organisations they would like to support, and make a donation from the brand on their behalf.
10. Email clients a personalised video message thanking them for their business
Be sure to share new announcements and messaging to immerse them in the brand.
Why Client's Day matters
Client's Day was established as a day to recognise and thank clients for their loyalty and continued support. Recognition may involve personalised messages, special offers, giveaways, discounts and other incentives.
In today’s competitive market, clients have more choices than ever. You need clients to not only choose your brand, but also to continue choosing your brand. Showing clients how much you appreciate their business is important for several reasons.
- It builds brand loyalty and trust. Clients who feel valued are less likely to explore other brands and products because yours is a known, trusted entity.
- Appreciation encourages repeat business. After you’ve established trust in your brand, clients will keep doing business with you because they trust your product and service record.
- Recognition strengthens client relationships. Every positive interaction throughout the journey improves their relationship with the brand, which is essential for any business.
- Good relationships boost the likelihood clients will recommend your brand. Appreciating existing clients can lead to new clients through word of mouth.
Appreciation improves the overall client experience which has financial benefits as well. For example, Forrester reports client-centric B2B companies are roughly 2x as likely to show more than 10% year-over-year growth in revenue, profit, market share and employee engagement, and 1.6x as likely to show 10% year-over-year improvement in client retention, as compared to non-client-centric businesses.
Leverage a client loyalty program to surprise and delight
If you’re looking to employ a more robust client appreciation strategy that can incorporate Client's Day efforts while also provide lasting recognition, use a client loyalty program. Here are a few tips to maximise a program’s impact.
- Offer awards for repeat clients. Whether it's points for every purchase or discounts for frequent buyers, rewarding clients for their loyalty is a meaningful way to show your appreciation while also encouraging them to keep engaging with the brand.
- Make the program easy to use. A program that’s easy to understand encourages clients to join and start earning rewards quickly. Consider adding a welcome kit to create excitement, and promote use when clients sign up.
- Provide personalised rewards throughout the client journey using first and zero-party data to identify individual needs and preferences. This will make clients feel appreciated and valued as a person, not just a client.
- Communicate regularly. Keep clients engaged with the program by sharing progress and any new benefits they can earn. Clients are busy, so communication is key to keeping the program top of mind.
Say thanks today and every day to improve the client experience
Taking the time to show your clients how much you value them creates strong business relationships that last for years. Authentic expressions of thanks go far in encouraging clients to connect emotionally with your brand, and that emotional connection has powerful benefits throughout the client journey. Use this Client's Day as a special opportunity to reach people in new ways, and watch how the extra push to improve the experience yields results.
Need help executing a client appreciation idea in time for 19 March? Chat with one of our experts and start building client loyalty today!